IMC Part 1 2010

IMC Part 1 2010 - Integrated
Marke,ng
Communica,ons


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Unformatted text preview: Integrated
Marke,ng
Communica,ons
 Integrated
Marke,ng
Communica,ons
 Chapter
17
 Integrated
Marke,ng
Communica,ons
 •  As
defined
in
the
text
:

 
Integrated
marke,ng
is
the
intersec,on
of
pubic
 rela,ons
and
publicity,
adver,sing,
sales
promo,on
 and
marke,ng
to
promote
organiza,ons,
products
 and
services.
 Also
known
as:
 •  Integrated
Marke,ng
 •  Rela,onship
Marke,ng
 •  Marke,ng
Public
Rela,ons
 •  Value
Added
Public
Rela,ons
 •  Integrated
Communica,ons
 Integrated
Marke,ng
Communica,ons
 
Defined:
“The
process
of
managing
all
sources
of
 informa,on
about
a
product
which
behaviorally
 moves
the
customer
toward
a
sale
and
maintains
 customer
loyalty.”
 Medill
School
of
Journalism,

 Northwestern
University
 Integrated
Communica,ons
 Integrated
Communica,ons
 



Defined:
“When
all
brand
and
corporate
messages
 are
strategically
coordinated,
the
effect
is
greater
 than
when
adver,sing,
sales
promo,on,
marke,ng
 PR,
packaging,
are
planned
and
executed
 independently,
with
each
area
compe,ng
for
budgets
 and
power
and
in
some
cases,
sending
out
conflic,ng
 messages.”
 



Key
to
IMC
–
Communica,ons
present
a
consistent,
 unified
image
and
iden,ty
in
all
communica,on
 ac,vi,es
 



Thomas
Duncan,
University
of
Colorado
 1 Integrated
Marke,ng
Communica,ons

 Marke2ng
 Public
Rela2ons
 •  The
business
of
moving
 •  The
management
of
 goods
from
the
 communica2ons
 producer
to
the
 between
an
 consumer.
 organiza2on
and
its
 publics.
 Marke,ng
 Typical
responsibili,es:
   Customer
research
   Product
development
   Pricing
   Distribu,on
   Sponsorships
   Adver,sing
   Sales
promo,on
 Integrated
Marke,ng
Communica,ons
 Major
areas
of
consumer
communica,ons:
 (Marke,ng
Mix)
   Personal
Selling
   Adver,sing
   Direct
Marke,ng
   Sales
Promo,on
   Public
Rela,ons
   Events
&
Sponsorships
 Integrated
Marke,ng
Communica,ons

 Marke2ng
   Personal
Selling
   Adver,sing
   Direct
Marke,ng
   Sales
Promo,on
   Events
   Sponsorships
 Public
Rela2ons
 •  Publicity
 Public
Rela,ons
 Typical
responsibili,es:
   Media
rela,ons
   Public
opinion
   Publicity

   Internal
communica,ons
   Government
rela,ons
   Community
rela,ons
   Investor
rela,ons
 Integrated
Marke,ng
Communica,ons
   Marke,ng
and
Public
Rela,ons
are
generally
equal
in
 terms
of
status
within
an
organiza,on
   Marke,ng
usually
has
more
people
and
a
larger
 budget
   Public
Rela,ons
is
usually
the
smallest
staff
within
an
 organiza,on,
smallest
budget
   Public
Rela,ons
generally
has
a
very
strong
and
 unique
rela,onship
with
top
management
 2 Reasons
for
IMC
 •  A
shi\ing
of
marke,ng
dollars
from
media
 adver,sing
to
other
forms
of
promo2on,
par,cularly
 consumer
and
trade
oriented
sales
promo,on
 •  A
movement
away
from
relying
on
adver,sing
 focused
approaches,
which
emphasize
mass
media
 such
as
network
television
and
na,onal
magazines
to
 solve
communica,on
problems
 •  A
shi\
in
marketplace
power
from
manufacturers
to
 retailers
 •  The
rapid
growth
and
development
of
database
 marke2ng
 Integrated
Marke,ng
Communica,ons

 •  The
rapid
growth
ofthe
Internet,
which
is
changing
 the
very
nature
of
how
companies
do
business
and
 the
ways
they
communicate
and
interact
with
 consumers.
 Marke2ng
   Personal
Selling
   Adver,sing
   Direct
Marke,ng
   Sales
Promo,on
   Events
   Sponsorships
 Public
Rela2ons
 •  Publicity
 3 Personal
Selling
 Direct
person‐to‐person
communica,on
 whereby
a
seller
a^empts
to
assist
and/or
 persuade
perspec,ve
buyers
to
purchase
a

 product
or
service.
 Direct
Marke,ng
 A
system
of
marke,ng
by
which

 organiza,ons
communicate
directly
with

 target
customers
to
generate
a
response

 and/or
a
transac,on.
 Events
 
Highly
targeted
brand‐associated
ac,vi,es
designed
 to
ac,vely
engage
customers
and
prospects
and
 generate
publicity
 Adver,sing
 
Any
paid
form
of
non‐personal

communica,on
 about
an
organiza,on,
product,
service,
idea
or
 cause
by
an
iden,fied
sponsor.
 Sales
Promo,on
 Marke,ng
ac,vi,es
that
provide
extra
 value
or
incen,ves
to
the
sales
force,
 distributors,
or
ul,mate
consumers
 and
can
s,mulate
immediate
sales.
 Sponsorships
 
Financial
support
of
an
organiza,on,
person
or
 ac,vity
in
exchange
for
brand
publicity
and
 associa,on
 4 Public
Rela,ons
/
Publicity
 
Public
Rela2ons
‐
The
management
of
 Communica,on
between
an
organiza,on
and
it’s
 publics
 
Publicity
‐
Is
informa,on
from
an
outside
source
that
 is
used
by
the
media
because
the
informa,on
has
 news
value.
It
is
an
uncontrolled
method
of
placing
 messages
in
the
media
because
the
source
does
not
 pay
the
media
for
placement.
 Integrated
Marke,ng
Communica,ons
 



Defined:
“The
process
of
managing
all
sources
of
 informa2on
about
a
product
which
behaviorally
 moves
the
customer
toward
a
sale
and
maintains
 customer
loyalty.”
 




Medill
School
of
Journalism,

 




Northwestern
University
 Integrated
Communica,ons
 



Key
to
IMC
–
Communica,ons
present
a
consistent,
 unified
image
and
iden,ty
in
all
communica,on
 ac,vi,es
 5 ...
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This note was uploaded on 06/13/2011 for the course JOUR 328 taught by Professor Klipstine during the Fall '10 term at South Carolina.

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